McFadyen Digital
McFadyen Digital is an ecommerce and technology consultancy whose clients include ABB, Louis Vuitton and LEGO. As Brand Manager, I oversee McFadyen’s visual identity, ensuring consistency across all web, print, and marketing channels. I am responsible for designing the strategic content delivered to a global audience of 20,000+ prospects, including social media assets, website designs, white papers, reports, emails, and books.
Client
McFadyen Digital
Category
BRAND, WEB & MARKETING
Deliverables
In-House Brand Designer: web, print & socials
Tools
Figma, Adobe CC, Affinity, Canva, Freepik Spaces
A presence of authority and thought leadership.
With 20,000+ global prospects, design is a critical asset for McFadyen’s sales team. I lead the creative direction for thought leadership, transforming complex business needs into a library of 20+ white papers and three books. By maintaining our visual system across web, print, and socials, I ensure that McFadyen is recognized everywhere by our clients in the US and Europe.
Evolving an identity for global scale.
Over the years, I led the transition of McFadyen’s visual language into a modern, authority-driven brand capable of competing at major industry stages like NRF Big Show and Adobe Summit. By evolving how we showcase our content, I’ve helped us stand out from the crowd and position McFadyen at the top of thought leadership, becoming a true reference in the commerce industry.
Maintaining a design system for 200+ employees.
Managing brand integrity for 200+ employees across multiple departments requires a living ecosystem. I act as the point of reference for our brand, scaling our identity through a design system that lives in Figma and Canva. In the past two years, I’ve also been in charge of Generative AI for creative, writing guidelines for imagery and video to ensure our brand remains consistent and functional.
